Online advertising was supposed to be interactive. It
was supposed to rescue us from having to force people
into looking at our ads. Consumers were going to want
to interact with us, they were going to want to have
conversations with marketers, they were going to want
to have relationships with brands.
It was all fantasies and delusions based on naive
interpretations of consumer behavior by people who had
a whole lot of ideological commitment to the web, and
very little experience with real world marketing.